Meta advertising updates for eCommerce brands. Changes to Facebook and Instagram ads, Ads Manager, the pixel and measurement, explained simply with what to check.
Meta has switched on a new pixel setting called "Measure conversions on customer devices". It moves some conversion tracking from Meta's servers onto the shopper's own device. It's on by default and starts measuring on 12 November 2026, just before Black Friday. It doesn't apply to UK and EU traffic, so it mainly affects brands selling abroad.
In its latest results, Meta reported that the average price per ad was up 14% on last year, and it showed 10% more ads overall.
Meta had planned to update its advertising terms on 20 November 2026 to cover its AI creative features. It has now paused that update, so its existing terms stay in place for now.
From 28 October, Meta started adding product browsing to existing ads unless advertisers opted out. When someone taps your ad, they can browse your products on a Meta page before going to your website.